A New Paradigm for Israel Advocacy

Israel's image around the world will not improve until we change the way we present Israel to the world.

by Larry Weinberg

After decades of using the same strategies and tactics, the same words and ploys and the same litany of "look-what-they did to us/look-what-they're-doing-to-us-now" language to try to improve Israel's image and more effectively advocate for Israel's interests, it is now essential that we look to a new paradigm for our efforts.

We seem stuck in a pattern some would call an alternative definition of insanity: We don't like the way Israel is perceived in the world, but we keep doing the same things over and over again expecting, somehow, that the outcome will be different. Israel's image around the world will not improve until we change the way we present Israel to the world.

Israel isn't a case and it isn't a cause. Yes, it's a sovereign state, yet it is a culture, an economy and a way of life as well. The totality of Israel is more than what is generally seen around the world through the media; usually what they cover is the result of policies created and actions taken by the government in a given period of time. Those of us who know the real Israel that exists today in the 21st century know that Israel is so much more, and so very different from what it seems to be when seen through the lenses and eyes of the cameras and reporters that deliver the news from Israel during these days of conflict.

If you "get" what I've just said, that the reality of Israel is different from the Israel as portrayed by a media that, quite expectedly and routinely, focuses more intensely on what blows up and dies as opposed to what adds value and saves, then you are on your way to understanding what I call The New Paradigm.

Paradigms are simple structures, and paradigm shifts are simple too, once the presumptions and prejudices that lock in the old paradigms are invalidated. So let's look at the current paradigm, the one that doesn't work and needs replacing.

Using the American perspective, we can say the following:

98% of what Americans see, read and hear about Israel is focused on the Israeli-Palestinian conflict;

and 98% of what passionate, well-meaning pro-Israel interests do about this situation is either proactively or reactively related to the conflict;

therefore, Israel becomes more and more defined by the conflict, and the conflict only.

This is disastrous for Israel, and The New Paradigm changes it. This is what it says:

there is more to Israel than conflict and war;

that "more" is a society that does things every day that add value to the world;

therefore, we need to show the world what Israel is beyond the conflict; we need to show people how Israel innovates and creates.

We need to show the world what Israel is beyond the conflict; we need to show people how Israel innovates and creates.

Think of it this way, if we were to take every possible topic you can discuss about Israel -- the good and the bad -- and pile them one on top of another and they created a pile 50 stories high. The topics that are about the conflict would be two, maybe three stories high (and other problems of Israeli society another two or three stories). That leaves a pile of positive stories towering over the landscape that our present advocates -- with their myopic focus on the conflict and trying to prove Israel is always right -- can't even seem to see. Many of these stories are reasons for Americans to care about Israel -- all of them say something that Americans desperately need to know: that there is something other than war going on in Israel.

Last year the results of a major piece of research -- an in-depth study of Israel's "brand" in America -- were shown to officials of the Israeli government and selected interested parties. They showed that while Americans think Israel is unique, they don't think it's relevant to their lives. They found that while Americans think they know a lot about Israel, they don't very much like what they know. So Israel has some problems because of the way it is seen, but these problems don't conform to the critics' usual carping about the accents of Israel's spokespeople or the cacophony of the opinions raised in its vibrant democracy. The problems can be overcome, said the strategists from the major marketing conglomerate that conducted the study and shared its finding, and they said how to do it.

Israel needs to increase knowledge of Israel that also increases respect and esteem for Israel. Israel needs to make Americans think Israel is relevant to their lives. How? It's not more material about the history of the conflict and who's doing what to whom; people are clearly showing conflict-fatigue. It's information on how Israel's technological and biomedical innovations are saving lives and changing the world. It's information about the hundreds of millions of people who aren't hungry because of Israel's advances in agriculture and the hundreds of millions of computers and cellphones and other devices made possible or made better by Israeli ingenuity.

This is not to suggest that Israel not defend itself nor take appropriate defensive measures in the communications war. Rather it is the suggestion that Israel open another major front -- one that Israel has plenty of credible, effective ammunition with which to fight. It is not a suggestion that we ignore the issues of the conflict, it is the suggestion that we reallocate our effort and spend more time focusing attention on the Israel that exists beyond the conflict so that Israel's image won't be a prisoner of the conflict.

ISRAEL21c is a soldier in that battle. Our Web site has identified and distributed more than 800 stories that give Americans reasons to care about Israel and give Jews new reasons to be proud of Israel. Millions of people have seen our Web products. Our proactive PR program has placed more than 2,000 stories with positive images of Israel and Israelis in mainstream American media -- including The New York Times, Time, Newsweek, CNN, NPR and hundreds of dailies across the nation -- that wouldn't have been there without our effort to put them there. In June, we'll bring more than a dozen reporters from youth market media to Israel and show them the Israel beyond the conflict that young Israelis are creating through fashion, music, lifestyle, cinema, environmentalism and extreme sports.

For non-Jewish young Americans who have known nothing of Israel except the conflict, these reporters may show them their first-ever images of Israel that are not related to war. They'll see just how much life in Israel looks and feels like life in America.
We're not alone. We work with the government of Israel, UJC, AIPAC, Hillel, federations and many other agencies. We're collaborating with like-minded groups in Canada, France and hopefully soon in the United Kingdom.

It's absolutely time for a new paradigm in Israel advocacy. We need to stop trying to prove Israel is always right - something that most moderate Americans are just not inclined to believe - and start showing that Israel has value and adds value to the world everyday. A very prominent businessman once said, "When cancer is cured in Israel, the world will think better of the Jews."

It may not be quite that simple, but the great things Israel does for the world do count for something. We just have to be sure the rest of the world knows about that Israel too.

The writer is executive vice president of ISRAEL21c, a California-based non-profit helping to rebrand Israel by focusing media and public attention on the 21st-century Israel that exists beyond the conflict. www.israel21c.org

The opinions expressed in the comment section are the personal views of the commenters. Comments are moderated, so please keep it civil.

Visitor Comments: 10

(10)
Anonymous,
May 30, 2006 12:00 AM

Yes!

I agree whole heartedly.

(9)
Nicola,
March 11, 2006 12:00 AM

The first time I saw Israel

The first time I saw the real Israel was as a child while watching the morning breakfast show. The subject was terrorism, but it was being discussed with an ordanairy Israeli restaraunt owner outside his place of buisness, which was one of the most appealing locations I had ever seen. From them on, that image (not the conflict) is what comes to mind whenever the subject of Israel comes up.

(8)
Giward,
January 2, 2006 12:00 AM

US intervention is needed

The last 5 years have been tough ones for Israel. Interestingly, George W. Bush has been the most pro-Israel president yet his posture has brought little to Israel. The reasons should be clear.

The US needs to be the peace-maker, the conciliator, the mediator. Condelezza Rice's latest proposal helped but it should have been done long ago. Interestingly, even Jewish statemen in Washington have played an even-handed role, ranging from Kissinger's shuttle diplomacy, to Sole Linowitz's proposals to Dennis Ross's even-handed pressure.

Expectations should be modest. There needs to be constant mediation, evandhanded US policies, and hopefully that can bring temporary cessations of conflict.

(7)
Miriam,
November 19, 2005 12:00 AM

I applaud your efforts

I applaud your efforts but I believe that the world will always look at ways to view Israel in a negative way. That is the face of anti-semitism. It makes no rational sense. But unfortunately, no matter what we do they will always hate us. So the only thing we can truly do as Jews is to return to Hashem and keep his mitzvohs. That is the only way to battle anti-semitism.

(6)
Miryam,
August 3, 2005 12:00 AM

Great Article!

I completely with this article, the world needs to see how modern and beautiful Israel really is.

(5)
Marylyn Schultz,
July 25, 2005 12:00 AM

I have always felt that Israel has the worst Public Relations department in the world. Congratulatins and good luck in your efforts to turn this around.

(4)
raye,
July 19, 2005 12:00 AM

A Totally Helpful and Inspiring Article

I called an Israeli friend who is living in New York to tell her that I was making Aliyah. She said "What for?"
I answered, "Why not?" She retorted, "The politics!"
"And what about the politics in the U.S." I responded.

(3)
Steven Lukens,
July 19, 2005 12:00 AM

I agree, Israel has public relations problems. Lets do what we can to improve them

Good article. I feel Israel does have public relations problems and we should do what we can to improve them. This would include highlight in ads all Israel as a modern state is doing to increase food production, wipe out disease etc.

(2)
Phillip Nagle,
July 17, 2005 12:00 AM

Re: New Paradigm for Israel

The problem is not the old paradigm. The problem is new paradigm of the Left that demonizes Israel. The biggest problem with the old paradigm is that it looks at the Left as freinds. First we must determine who are freinds are. They are certainly not in the religious left who want Israeli disinvestment. Nor are they on the political left. In Congress we have Liberal Democrats (Moran and McKiney are two examples) who are not only anti-Israel, they are anti-Semites. The new paradigm should be "know your freinds and know your enemies."

(1)
Bob Burg,
July 17, 2005 12:00 AM

Excellent Article - Right On The Mark

Excellent article by Mr. Weinberg. He's correct; while Israel has the "truth" going for it, it's not seen as such through the paradigm of the typical non-Israeli. And, since, as human beings, we make major decisions based on very limited information (perhaps, most importantly, that limited information stemming from our paradigm, or model of the world) if we want different results, we need to reposition the paradigm.

So, it goes far beyone the "we're right - they're wrong" way of thinking. We must change the model. The interesting thing about doing this is that, perhaps only through veering the major focal point away from the Israeli-Palestinian conflict will the world finally begin to realize that Israel is "the good guys."

This year during Chanukah I will be on a wilderness survival trip, and it will be very difficult to properly celebrate the holiday. I certainty won't be able to bring along a Menorah.

So if I am going to celebrate only one day of Chanukah, which is the most significant?

The Aish Rabbi Replies:

If a person can only celebrate one day of Chanukah, he should celebrate the first day.

This is similar to a case where a person is in prison, and the authorities agree to permit him to go to synagogue one day. The law is that he should go at the first opportunity, and not wait for a more important day like the High Holidays.

The reason is because one should not allow the opportunity of a mitzvah to pass. Moreover, it is quite conceivable that circumstances will later change and allow for additional observance. Therefore, we do not let the first chance pass. (Sources: Code of Jewish Law OC 90, Mishnah Berurah 28.)

As an important aside, Chanukah candles must be lit in (or at the entrance to) a home rather than out of doors. Thus, you should not light in actual "wilderness," but only after you've pitched your tent for the night.

There may be another reason why the first night is the one to focus on. Chanukah is celebrated for eight days to commemorate the one-day supply of oil that miraculously burned for eight days. But if you think about it, since there was enough oil to burn naturally for one night, nothing miraculous happened on that first night! So why shouldn't Chanukah be just seven days?!

There are many wonderful answers given to this question, highlighting the special aspect of the first day. Here are a few:

1) True, the miracle of the oil did not begin until the second day, and lasted for only seven days. But the Sages designated the first day of Chanukah in commemoration of the miraculous military victory.

2) Having returned to the Temple and found it in shambles, the Jews had no logical reason to think they would find any pure oil. The fact that the Maccabees didn't give up hope, and then actually found any pure oil at all, is in itself a miracle.

3) The Sages chose Chanukah, a festival that revolves around oil's ability to burn, as the time to teach the fundamental truth that even so-called "natural" events take place only because God wants them to.

The Talmudic Sage Rabbi Chanina Ben Dosa expressed this truth in explaining a miracle that occurred in his own home. Once, his daughter realized that she had lit the Shabbos candles with vinegar instead of oil. Rabbi Chanina calmed her, saying, "Why are you concerned! The One Who commanded oil to burn, can also command vinegar to burn!" The Talmud goes on to say that those Shabbos lights burned bright for many hours (Taanit 25a).

To drive this truth home, the Sages decreed that Chanukah be observed for eight days: The last seven to commemorate the miracle of the Menorah, and the first to remind us that even the “normal” burning of oil is only in obedience to God's wish.

In closing, I'm not sure what's stopping you from celebrating more than one day? At a minimum, you can light one candle sometime during the evening, and that fulfills the mitzvah of Chanukah - no “official Menorah” necessary. With so much joy to be had, why limit yourself to one night only?!

In 165 BCE, the Maccabees defeated the Greek army and rededicated the Holy Temple in Jerusalem. Finding only one jar of pure oil, they lit the Menorah, which miraculously burned for eight days. Also on this day -- 1,100 years earlier -- Moses and the Jewish people completed construction of the Tabernacle, the portable sanctuary that accompanied them during 40 years of wandering in the desert. The Tabernacle was not dedicated, however, for another three months; tradition says that the day of Kislev 25 was then "compensated" centuries later -- when the miracle of Chanukah occurred and the Temple was rededicated. Today, Jews around the world light a Chanukah menorah, to commemorate the miracle of the oil, and its message that continues to illuminate our lives today.

A person who utilizes suffering to arouse himself in spiritual matters will find consolation. He will recognize that even though the suffering was difficult for him, it nevertheless helped him for eternity.

When you see yourself growing spiritually through your suffering, you will even be able to feel joy because of that suffering.

They established these eight days of Chanukah to give thanks and praise to Your great Name(Siddur).

Jewish history is replete with miracles that transcend the miracle of the Menorah. Why is the latter so prominently celebrated while the others are relegated to relative obscurity?

Perhaps the reason is that most other miracles were Divinely initiated; i.e. God intervened to suspend the laws of nature in order to save His people from calamity.

The miracle of the Menorah was something different. Having defeated the Seleucid Greek invaders, the triumphant Jews entered the Sanctuary. There they found that they could light the Menorah for only one day, due to a lack of undefiled oil. Further, they had no chance of replenishing the supply for eight days. They did light the Menorah anyway, reasoning that it was best to do what was within their ability to do and to postpone worrying about the next day until such worry was appropriate. This decision elicited a Divine response and the Menorah stayed lit for that day and for seven more.

This miracle was thus initiated by the Jews themselves, and the incident was set down as a teaching for all future generations: concentrate your efforts on what you can do, and do it! Leave the rest to God.

While even our best and most sincere efforts do not necessarily bring about miracles, the teaching is nevertheless valid. Even the likelihood of failure in the future should not discourage us from any constructive action that we can take now.

Today I shall...

focus my attention on what it is that I can do now, and do it to the best of my ability.

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